KARACHI, Nov 18: A new media venture was launched at a local five-star hotel on Monday.

The focal point of the event was not to focus on the content of TV drama serials themselves, but rather to strike a constructive balance between the amount of ads that are shown during the prime time slot (kicking off at 7:45pm on the PTV Network) and the drama itself.

Under the flagship banner of the Advance Media Marketing, various production houses have teamed up - namely Moomal Productions, Tele Master, SSI and Avtek - to balance the allotment of time so that advertisements do not take up more time than the production itself during the telecast. Now on an average the prime time slot is carved up between 40 minutes of commercials and 33 minutes of the actual programmes.

Of the five serials that will serve as the pilots of this project, two - Behlawa and Chand chehra - are already being telecast, and plays Shayad kay bahaar aaye, Anjaney rastey and Ik naey mor pay will go on air soon.

A large number of mediapersons and personalities from the showbiz world, including Talat Husain, Saania Saeed, Yousuf Baig Mirza and Arjumand Rahim, were on hand as clips from the productions were screened, and representatives of the firm concerned gave introductory speeches about the venture. An Iftar- dinner concluded the event.